Comments on: J.C. Penney “Doghouse” Campaign A Good One

By: Krazie316

Krazie316 — Thu, 02 Jul 2009 17:34:38 +0000

I’m with Jim on this one, Misandry at it’s best.

sense of humor my big black backside it goes along with the several other retched commercials such as the Dairy Queen one and the Dominoes Misandry commercial.

If “a sense of humor” is what we’re lacking, then please by all means make some commercials demeaning women and we’ll see how funny it is to the public’s women.

The femenazi’s will get a kick out of that.

For example change the dominoes commercial around from her lashing at his sexual performance time to the size of her tiny rack and you’ll have the worlds most pissed off women ever.

By: Angela J.

Angela J. — Tue, 10 Feb 2009 00:29:57 +0000

To the poster who was offended by women having the “control” at home:
Women were second class citizens for most of history. We had no opinions, intellect or value other than baby making in the eyes of men–the right to vote is barely a century old.
In contemporary society, men and women are equal, even though women still suffer many injustices (lots of women in North America still get paid less than men). But at least we’re viewed with esteem.
And if you feel oppressed or smothered by “societal constraints” that depict women as powerful? Deal with it. We did (and with much less complaining too).

By: Cal Gal

Cal Gal — Mon, 22 Dec 2008 23:33:54 +0000

If this is “male-bashing” then the men I sent it to love to be bashed. They found it funny, and it was the men (who know what it’s like to be in the doghouse) who laughed the most and replied how funny they found it.
I’ve even heard my husband use the line “I know that look.”
They are selling JEWELRY with this ad. Of course it’s the women who want it and the men who need to get a clue that romance is not dead in a woman’s mind come gift time.
My old boss even emailed me back, “Thanks. I’m taking back the vacuum I bought her and trading it straight up for a blender!” He certainly appreciated the humor.
But it’s funny not because it’s about men being clueless. It’s funny because it has great writing, great art direction, and great acting. A mini-movie better than 95% of the stuff you see on network TV (and that’s being generous to network TV).

By: PENNY

PENNY — Mon, 22 Dec 2008 23:10:51 +0000

Oh my God this was hilarious, I asked my husband this year for one of my gifts to be new a new motocross helmet and gear as I ride dirtbikes, To heck wth diamonds, give me a Honda that is kick ass in the mud, Woof woof lol

By: Debra Helwig

Debra Helwig — Wed, 10 Dec 2008 11:30:56 +0000

My bet is that even the folks that hate it may share it just out of indignancy…and the folks they share it with might actually find it funny. This ad campaign has the best potential of any I’ve seen this holiday season to be a truly viral phenomenon. I hope it does Penney’s a good turn — they deserve some benefit from their gumption.
And yes, personally I loved it and sent it on to at least 50 people (literally)…and my husband thought it was funny too.

By: Prakash

Prakash — Tue, 09 Dec 2008 10:27:42 +0000

It’s funny. It’s Viral. The term doghouse will bring me instant memories of this ad and ensure that I buy something good for my wife.

By: GR

GR — Sat, 06 Dec 2008 00:19:20 +0000

Ed and Louis, you are both correct. JC Penney made this trash knowing it was male bashing. They made this trash because it appeals to women, their primary customer. I can assure you they could care less if it is stereotyping, bashing, or degrading men. It is all about the almighty dollar at the expense of men. This type of trash would not be successful if it were not so appealing to vicious women. I would warn all men whose wife/girlfriend that think this is “funny” watch your back. This country is full of vaginally challenged men that are afraid they will never have sex if they do not buy her diamonds. They lead a sad sorry life.

By: Michele Miller

Michele Miller — Fri, 05 Dec 2008 21:44:43 +0000

Love it or hate it, you’re going to remember it. And any campaign that drives down the middle of the road – that is, tries to please everyone – is just gonna get run over.
At Wizard of Ads, we often get calls from our clients in the early part of our relationship with them. They have usually heard from a few of their customers (or non-customers) who just have to tell the business owner how much they HATE the ad they’re hearing on the radio. For a Wizard of Ads consultant, that’s music to our ears – it means it’s getting through the clutter and while it may not appeal to ALL potential customers, there’s a solid market segment who will like it. And remember it. And be persuaded to do business with you.
That’s what JC Penney has done here. There’s no way that everyone will be pleased with this video. But it has the right kind of impact and will persuade a large number of folks to buy diamond jewelry at Penney’s. And given the state of the economy, I believe the risk they’ve taken will pay off big time.

By: Lynn

Lynn — Fri, 05 Dec 2008 21:34:41 +0000

OK, ALL YOU PEOPLE–GAIN A SENSE OF HUMOR!!
1. It’s a JOKE.
2. I loved it being long, because the “movie” was well done and funny, and I didn’t realize it was an ad until the very end!! Absolutely brilliant!
3. I agree with the earlier post–if you and your wife have a joint account and you buy her a $600 vaccuum cleaner, what happens?
4. I would also think it funny if JC Penneys did a similar campaign about fathers getting coffee cups and ties, EXCEPT the difference is men (usually) don’t get mad/hysterical/cry/upset about worthless gifts the way women do. THAT’S WHY this is funny!!! It’s a take-off of bitchy women, too.
5. Brilliant marketing–last year, I loved the “Make An Elf” campaign that the printing company did (I think it was Office Depot???). But, it didn’t entice me to buy printing . This, however, is the perfect lead-in to buying a piece of jewelry from JC Penney. If the guy thinks it’s funny that he’s in the dog house, the person who put him there tells him EXACTLY what gift to buy to get out!! (No mind-reading!)
Congratulations, Saatchi and Saatchi–this is outstanding. And kudos, JC Penney, for being brave enough to do it even though you probably knew there’d be Negative Nellies like those above!!
I’m still laughing, and plan to send this to everyone on my email list. VIRAL!!!

By: Louis

Louis — Fri, 05 Dec 2008 17:01:43 +0000

This is a repost, with corrections, my apologies.
This is not humor, this is marketing-fueled misandry (male-bashing). If this was an isolated commercial, I would not comment on it, but it is one amongst hundreds over the past decades.
Its underlying message is disturbing and familiar, and it says alot about the views on gender equality and humanity of the women and men who find this funny: that treating men like animals, punishing them when they don’t do as they are told-or should know without being told- is fun and right, and humourous. I bet most would be shrieking with rage if anyone dared to a make a commercial where a woman went to the b-house because she gave her husband/boyfriend another necktie or a coffee mug. They would not see the humor, they would ask for heads to roll.
I received my share of gifts that were unthoughtful or plain silly. I never considered that to be worthy of humiliation or punishment. I never saw a commercial in any medium at any period in history that implied that a woman should be humiliated and physically punished for giving the “wrong” gift. And the bit with the dog bowls, disgusting.
To the guys who find the ad funny: wake up, the joke is on you.